When graphics were less developed in role-playing games - like in Ultima - everything was in your head. What your character was, how powerful they are, what they did and who they were... well, now we have to pull more tools out of the bag to connect to your character, to have them be you. That's what it's about. It's not just that it's you... but it's the "you" in the world in the story, in the game. And the more things which make you feel that way the better, and Moral Decisions are part of that.